• Big name retailers are anxious to deploy in-store Wi-Fi but still lack wide-scale mobile strategies in many cases.
• Brick-and-mortar retailers fear that in-store Wi-Fi can lead to “showrooming” consumers comparison pricing via their mobile devices.
• As mobile devices become more advanced and capable of higher data storage, retailers will need to determine a return of investment strategy in order to cultivate mobile initiatives, as well as figuring how to stay on shoppers' screens and use data in meaningful ways.

From the article:

"... Retailers that offer in-store Wi-Fi should load their log-in pages with links that push the brand’s own mobile efforts. Brands will have a better chance of overcoming showrooming if they can direct a consumer to their own mobile site first.

Additionally, log-in pages can be used to tout a retailer’s SMS or email program to build a longer-lasting relationship with consumers once they leave the store. ..."